How We Helped Generate $36 Million in Funding for Denver's Public Libraries
BEFORE
Referred Question 2I, a referral on the Denver County ballot in the 2022 midterm elections, would increase the property tax rate by 1.5 mills - a $36 million increase in state revenue for 2023 - and dedicate that funding to the Denver Public Library. With the additional funding, the Denver Public Library system would be able to increase staff pay, upgrade their technology, and expand their services. The YES on 2I team recruited Effct.org to help build out a digital presence for the campaign.
Our team appealed to voters by promoting four key outcomes of 2I's planned funding:
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Improved technology support for students
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Resources provided for new Americans
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Resources provided for older and more vulnerable populations
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Decreased wait times
AFTER
Our campaign was spread across a variety of channels, ranging from paid social media advertising to radio spots on streaming platforms. We developed engaging video and static content that featured some of 2I's most important stakeholders, such as new Americans that received immense support from the library's services and students who used library resources to further their education. This content was then spread across video streaming platforms, online display ads, and organic & paid social media content. Our team also developed audio ads for music streaming and radio platforms, ran search advertising campaigns through Google, and managed a mass SMS texting campaign alongside the campaign's volunteers. In the end, our team generated over 8.6 million impressions for the campaign, and Referred Question 2I was passed with a 67% YES vote.
By the Numbers
8.6 Million+
604,000
24,000
254,500
Digital Tactics
Targeted Text Messaging
Our team provided support to a dedicated team of volunteers in order to execute a mass SMS texting campaign across the city. Through these SMS texting campaigns, the Strong Library Strong Denver campaign was able to garner support and distribute promotional materials such as lawn signs to voters.
Responsive Strategy
Our team conducted a comprehensive analysis of messaging themes across various social media platforms for the Strong Library Strong Denver campaign. Based on our findings, we tailored our messaging to best resonate with each platform's audience. By understanding which messaging themes resonated best with each audience, we were able to effectively communicate the campaign's goals and ultimately achieve success.
